In the heart of Los Angeles, the fashion capital of the West Coast, crafting a compelling brand image is an art form. One of the most powerful tools in a fashion brand’s arsenal is professional lookbook photography. It’s not just about capturing clothes but telling a story that resonates with audiences and elevates the brand’s image. This is precisely what we aimed to achieve with SHEIN’s “Siren Summer” campaign.
When Deanna Kim, a dear friend and a brilliant creative director, approached me with her vision for the shoot, I was instantly captivated. Deanna’s mood board was a visual feast – a blend of sultry imagery, warm hues, and evocative poses that promised to bring out the allure and mystery of the “siren”. The model for our campaign, Julyana Soares from Select Model Management, was the perfect muse for this vision. Her effortless grace and striking presence added layers of depth to our narrative.
The preparation for the shoot was as intensive as it was exhilarating. Deanna and I spent hours discussing every detail, from the key imagery to the color palettes. We wanted each frame to tell a part of the story – a story that was both compelling and cohesive. The light design, masterfully handled by Jessica Piearce and Nick Little, played a crucial role in setting the mood. Their work with light and shadows brought out the warmth and allure we were aiming for, while my slight modifications added a touch of mystery, hinting at the enigmatic nature of the siren.
The day of the shoot was a whirlwind of creativity. The synergy on set was palpable as every team member brought their A-game. Julyana’s poses were fluid, her expressions shifting seamlessly from one emotion to the next, perfectly capturing the essence of the campaign. The garments, a beautiful selection from SHEIN’s latest line, came alive under the lights, each piece telling its own story while fitting perfectly into the overarching theme of “Siren Summer”.
Behind the camera, I felt the familiar rush of excitement and responsibility. Capturing the perfect shot is a blend of technical skill and instinct. You need to understand the nuances of light and composition, but you also need to feel the moment, to capture the intangible qualities that make a photograph truly special. Throughout the day, I found myself lost in the creative process, each click of the shutter a step closer to bringing Deanna’s vision to life.
Professional lookbook photography, especially in a city as dynamic as Los Angeles, is about more than just showcasing clothes. It’s about creating a visual narrative that encapsulates the brand’s identity and connects with its audience on a deeper level. For fashion brands, boutique owners, and marketing managers, investing in high-quality lookbook photography can transform your brand image, making it more relatable, memorable, and impactful.
What made the “Siren Summer” shoot particularly special was the collaboration. It wasn’t just about executing a brief; it was about bringing together talented individuals who each added their unique touch to the project. From Deanna’s creative direction to the meticulous light design by Jessica and Nick, to Julyana’s captivating presence in front of the camera, it was a true team effort. This collaborative spirit is at the heart of my approach to fashion photography. I believe that the best results come from working closely with my clients, understanding their vision, and bringing it to life in a way that feels authentic and powerful.
If you’re a fashion brand, a boutique owner, or a marketing manager looking to elevate your brand image through professional lookbook photography, I invite you to join me on this creative journey. Together, we can create something truly special that not only showcases your products but also tells your unique story. Let’s craft a visual narrative that resonates with your audience and sets your brand apart.
photographer Ty Chen @tychenphotography
creative direction Deanna Kim @theedeester
lighting Nick Little @nklil and Jessica Pierce @nostressjesss
model Julyana Soares @_julyanasoares_ @ Select Model Management
fashion Karen Torres @k.i.t and Rashad Hall @lostin88
hair Synphony Ward @signaturestylesbysynphony
makeup Amber Perry @theamberperry
Until our next adventure.
Learn more about how we can work together and see firsthand the difference that professional lookbook photography can make for your brand. Reach out today and let’s start creating.
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It’s currently 2:30AM as I’m typing this. I should be getting some well-needed rest and preparing for the day ahead, but I’m completely overtaken with joy and excitement to share my latest fashion editorial for ELLE Kazakhstan! Though I have been getting my work published in fashion magazines for a little over 8 years now, and running my own publication for 2 years, it has always been my goal to shoot for a major publication. I’m over the moon that ELLE has now given me the chance to showcase my work on a global platform.
This editorial was the brainchild of my friend Tess Elizabeth, who served as creative director and fashion stylist on the shoot. She had reached out to me after I shared a Facebook post looking to work with new talent. Tess is an amazing photographer herself, recently transitioning into styling and an immense creative talent. I immediately knew I wanted to work with her.
We booked a location here in Los Angeles, California that provided us with the Rococo and floral feel of the story. It was a warm sunny spring afternoon when we started, bathing us in delicious natural light. The original concept was clashing patterns, and a hard flash. But as we went through the house and noticed all the amazing spots the location offered, we realized it would have been a waste not to showcase as much as possible while staying true to our story. Thus, for the second portion of our shoot, we used the bountiful sun as our light source and added additional scenes in the garden.
We had about 3 hours at the location, which is where my e-commerce training really came through. We also had an amazing team who all knew what they were doing which allowed us to move swiftly through our shot list.
Assisting me was my friend Caspen, a co-star I had met on the set of Cowboy, Choker, Harness and Heart two summers ago. Also a multidisciplinary, Caspen is a dancer, creative director, actor, model, and most recently, photographer! On hair, we had Kristina Donahue and for makeup, Edith Bogarin, both of whom are Tess’s friends. This was my first time meeting them and I would work with both of them again in the future. Miriam Acosta, also Tess’s friend, was our set assistant and filmed behind-the-scenes footage of the shoot. I had worked with her previously on another editorial I did with Tess, yet to be published but shot before ELLE. Funny how that works!
And I can’t forget our stunning model Mei Li, sent to us by Mazza Models. Hailing from New York, she knew how to move quickly and get the job done. A real no-nonsense gal. Her ethereal presence and graceful movements through the garden perfectly embodied the dreamy, sun-kissed theme we aimed to achieve.
The entire story was photographed on 35mm film and 120 film, and I shot digital backups as always. As the shoot went on, one of our crew members dropped my Mamiya RB67 on the grass, ejecting the film back. I thought we’d lose a big portion of our shoot due to the film being exposed to the light, but luckily everything turned out fine. And shockingly wrapped early. In hindsight, we probably could have taken a little more time to catch more creative moments, but we were able to get all the shots that were planned and that’s better than running behind and not completing the shot list.
If you’re a photographer and want to know how I created these shots, comment below and follow me on Instagram and TikTok! I plan on going more in-depth on my photography process, as well as releasing my recommended gear list to photographers who want to learn. Don’t forget to share with your friends as well so we can all go on this journey together!
If you’re a creative in the fashion industry and would like to work together, email me and we can create extraordinary visual stories that captivate and elevate your brand.
photographer Ty Chen @tychenphotography
fashion stylist and creative director Tess Elizabeth @tesselizabethw
model Mei Li Zheng @meilivzheng @ Mazza Models and ONE Management
hair Kristina Donahue @kristina.hairs
makeup Edith Bogarin @edie.mua
photographer’s assistant Caspen @caspenstudios
set assistant and BTS Miriam Acosta @itsmmwrld
special thanks to Wear the Future & Tyler James
View the full story: https://elle.com.kz/midsummer-daydream-jekskljuzivnaja-semka-dlja-elle-kazakhstan/
Keep dreaming and creating.
Hope you enjoyed this behind-the-scenes look! Got a vision for your brand? Let’s make it happen together.
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It was a misty February morning as I unloaded my car. The location of the day was in Hawthorne, far from where I usually shoot in Los Angeles. I can’t recall how long I had been planning this shoot, but it was probably a little over a month. Finally, the day arrived when I would shoot my subject: Plastique Tiara.
I first discovered Plastique under her government name [redacted] in 2013. I was an avid fan of Tyra Banks and America’s Next Top Model (still am, controversies aside #WhatItTakes), and she had posted Plastique several times on her Instagram page. Imagine my surprise when more than 10 years later, I see her on my TV screen as a contestant on RuPaul’s Drag Race.
During Plastique’s original run on season 11 of the hit MTV/VH1 show, she quickly became a fan favorite and placed 8th overall in the competition. Since, she has amassed more than 11.6 million followers on TikTok and is the reigning queen of TikTok! I was instantly on board when I heard she would be making her highly anticipated return for All-Stars 9 and put together this concept for her.
Plastique arrived with her face beat for the gods (yes mawma) and throughout the shoot was a consummate professional. She was the true definition of glamour, an effortless beauty. One of my favorite things is when I don’t have to give the model direction, and I let them inspire me. Plastique breezed through the shoot with her elegant movements and allowed me to create such captivating imagery. It was obvious she had years of experience, because this was not something you learn just from watching ANTM. We ended wrapping 2 hours early, which is a feat! And the spread turned out beautifully, if I do say so myself.
With this shoot, I wanted to create something that was very simple and glamorous to showcase Plastique’s beauty, but still very dramatic (as drag often is). So I opted for a simple gray and white backdrop with a one-light setup. After I put the concept together, I assembled my team whom I fully trusted to make my vision come to life. I had worked with hair and makeup artist Kay Cunningham before on a previous editorial and she was super excited to work with Plastique as well. She then brought on board her friend Karolina Frechowicz as our fashion stylist. I had wanted to work with Karolina for some time so of course I said yes! On video, I had my friend Philíp Alexander. He and I had met on my birthday for a SHEIN project and I remember being stunned by what he achieved in-camera. Lucky for me, his girlfriend is a big fan of Plastique and he said yes to the shoot!
To round out the team, I had Matt Gerety assist Philíp and I on photo and video. I had never worked with Matt before, but maybe 6 months prior, he had e-mailed me regarding a summer internship. I didn’t have any projects at the time, but I remember being very impressed with his work. I referred him to my friend Irvin Rivera at Graphics Metropolis, and they ended up working together on various projects. When this project came along, and I asked around for assistance, once again Matt reached out and I’m glad he did. He was immensely helpful because of his quick thinking and willingness to contribute, and I loved having him on set.
It was a fairly small production, which meant I had to wear many hats. Luckily Plastique’s publicist Jamie Veal was also there to be another set of eyes for me and help art direct.
Now, as the world finally gets to see our collaboration in Schön! Magazine, I’m filled with gratitude for the opportunity to showcase the transformative power of fashion through the lens of drag. It really is a testament to the timeless allure of self-expression and the enduring legacy of icons like Plastique Tiara.
photographer Ty Chen @tychenphotography
fashion stylist Karolina Frechowicz @karolinafre
hair and makeup Plastique Tiara @plastiquetiara
grooming and touch-ups Kay Cunningham @makeupbykayce
video Philíp Alexander @philipalxndr
photo and video assistant Matt Gerety @d1gitalfacelift
interview Alper Kurtul @alperkurtul
Plastique Tiara’s PR team Jamie Veal and Hannah Andriuzzo at Persona PR
Read the full interview: https://schonmagazine.com/interview-plastique-tiara/
Till next time, stay fierce.
Want to capture your own moment of glamour? Whether you’re a drag superstar, a fashion maven, or someone simply ready to showcase your unique style, let’s make magic together! Drop me a message, and let’s turn your vision into reality.
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